Alberta adopts "Strong and Free" on licence plates and border signs as government begins replacement
Alberta unveils ‘Strong and Free’ on new licence plates and border signs; 22 welcome signs to be replaced this summer at a cost of $3.5 million, $28 early fee.
Alberta’s government announced a coordinated rollout of the provincial motto "Strong and Free" across new licence plates and 22 highway welcome signs, part of a broader rebranding set to begin this summer and continue into the fall. The new vehicle plates, featuring a Moraine Lake background chosen by a public vote, are scheduled for release in September and will be available at no charge on standard renewals. Officials say residents who want the plate immediately can pay a $28 early fee, and the existing "Wild Rose Country" plates may remain in use if retained in good condition. The provincial announcement formalizes a years-long effort to place the motto on visible public assets.
Government to replace 22 border signs this summer
The provincial government confirmed the replacement of 22 "Welcome to Alberta" road signs located at borders with British Columbia, Saskatchewan, Montana and the Northwest Territories. Ministers said crews will begin installing the new signage during the summer and continue into the fall, with the work budgeted at $3.5 million. Each new sign will incorporate the wild rose, Alberta’s coat of arms and the words "Welcome to Alberta, Strong and Free."
Licence plate design and rollout details
The new licence plate will use an image of Moraine Lake, the choice of roughly 240,000 Albertans who took part in the public selection process. Officials expect the plates to be released in September, and registrants will receive the updated design at their vehicle registration renewal dates without additional cost. For drivers who want the plate immediately when it becomes available, registries will offer an early-issue option for $28, and registry offices say they are prepared for an anticipated surge in demand.
Officials frame the move as a symbol of provincial pride
Transportation Minister Devin Dreeshen, identified by the government as the lead on the signage project, described the motto as a concise expression of Alberta identity. He said the signs and plates are intended to evoke pride among residents and a sense of wonder for visitors crossing into the province. Dale Nally, who is overseeing the licence plate rollout, said he has heard “genuine excitement” from Albertans eager to display the updated look representing the province.
Costs, disposal and sale of the old signs
The government outlined plans to remove signage that has stood for more than four decades and to offer the retired signs for purchase through a bid process. Officials noted the $3.5-million allocation covers production and installation across the 22 sites, and they framed the decision as an investment in a refreshed public identity. The sale of the old signs has already attracted interest from private bidders, according to the provincial announcement, and the campaign to retire the older imagery will be managed alongside the installation schedule.
Historical context and controversy over the motto
"Strong and Free" is Alberta’s provincial motto and also appears in Canada’s national anthem, but its use on public signage and documents has been debated for years. The push to place the phrase more visibly dates back nearly two decades and has been championed by media figures and local advocates over time. Previous provincial branding exercises, including a slogan introduced under a prior administration, drew criticism and were short-lived, underscoring the political sensitivity around public mottos and messages.
What to expect at the registry and on the road
Registries across the province are preparing for increased shopper traffic when the plate becomes available, and officials say staffing and supply plans are in place. Vehicle owners who prefer to retain their current plates may do so if those plates are serviceable, and the government expects a gradual adoption curve as more vehicles display the new design. The coordinated sign replacement and plate rollout are intended to present a consistent visual identity to both residents and visitors entering Alberta.
The announcement completes a long-running campaign to see the provincial motto more prominently displayed on public assets, a change supporters say will reinforce provincial identity during an election year and beyond. As crews begin sign installations and registries prepare for the September plate release, Albertans will have the option to adopt the new "Strong and Free" look immediately for a fee or wait to receive it at their next renewal at no added cost.
